The new Freelander brand is officially set to launch in the UK, marking a significant new chapter for the name once associated with Land Rover’s popular compact SUV. Created through a collaboration between Chinese automotive giant Chery and Jaguar Land Rover (JLR), the new marque will target international markets with a range of electrified SUVs positioned below JLR’s premium models.
While the British launch has been confirmed, Freelander has yet to reveal exactly when its cars will arrive in the UK or which company will be responsible for importing and distributing the vehicles.
The brand’s global expansion will take place in several stages. The UK and wider European markets are planned as part of what Freelander describes as its “third wave” of international expansion.
Freelander’s Global Expansion Will Begin Outside Europe
Freelander’s first overseas markets will be in the Middle East and North Africa before the brand moves into right-hand-drive markets such as Australia and New Zealand.
The UK and Europe will follow later, although Freelander has not yet announced a specific launch date.
The strategy represents an important step for a brand that is closely linked to both Chery and JLR. Rather than simply exporting existing Chinese-market vehicles, Freelander says its future European products will be developed with individual markets in mind.
Freelander CEO Wen Fei has previously indicated that vehicles destined for Europe will not simply be adapted versions of models already sold in China. Instead, the company intends to develop derivatives specifically tailored to European customers and market requirements.
That approach could prove crucial as Freelander attempts to establish itself in one of the world’s most competitive automotive markets.
JLR Gives Chery Freedom to Develop the Freelander Brand
Although the Freelander name has its roots in Land Rover, JLR has made it clear that Chery will have considerable freedom in determining the direction of the new brand.
JLR chief executive PB Balaji previously confirmed that the British company would not stand in the way of Freelander entering the UK.
Speaking in May, Balaji described the new vehicle range as Chery’s responsibility, while explaining that JLR’s role would be primarily related to ensuring the brand’s design remains consistent with the values associated with JLR.
“From our perspective, our role is ensuring that the design is in sync with what JLR stands for, and thereafter it is completely their baby,” Balaji said.
That arrangement gives Chery the opportunity to build Freelander into a global automotive brand while maintaining a connection with the heritage of the original Land Rover Freelander.
Freelander 8 Leads the New SUV Line-Up
The first model from the revived Freelander brand is the Freelander 8, a large SUV designed around a plug-in-hybrid powertrain.
The Freelander 8 combines a 2.0-litre petrol engine with two electric motors. Together, the system produces a substantial 617bhp and sends power to all four wheels.
The combination of petrol and electric propulsion is intended to give the large SUV both long-distance capability and the ability to cover substantial journeys using electric power alone.
A 34kWh battery provides an electric-only range of up to 68 miles, according to the company. The battery can also be recharged at rates of up to 350kW, potentially giving the Freelander 8 exceptionally rapid charging capability for a plug-in-hybrid SUV.
With its combination of high power, all-wheel drive and long electric range, the Freelander 8 is clearly positioned as a technology-focused flagship for the new brand.
European Freelander Models Could Be Very Different
One of the most interesting aspects of the Freelander project is the company’s promise that European-market vehicles will not simply be Chinese models with minor modifications.
Freelander has indicated that cars exported to Europe will instead be developed as new derivatives tailored to the requirements of individual markets.
That could mean changes to styling, chassis tuning, powertrain specifications, equipment and potentially vehicle dimensions, depending on the requirements of European customers.
For the UK in particular, the brand’s arrival could provide an interesting alternative in the increasingly competitive premium and near-premium SUV market.
Freelander will also have to contend with increasingly strict European emissions regulations and strong demand for electrified powertrains, making plug-in hybrids and fully electric vehicles likely to play an important role in its future range.
Freelander Expected to Undercut JLR Models on Price
Pricing will be one of the biggest questions surrounding the Freelander brand’s UK launch.
No UK prices have been announced, but JLR has already indicated that Freelander will occupy a different position from its own premium products.
Balaji previously explained that the pricing strategy of the new brand would be separate from JLR’s existing positioning.
“The price positioning of Freelander and our price positions are different,” he said.
That suggests Freelander could be positioned below comparable Jaguar and Land Rover products, giving Chery an opportunity to compete for customers looking for premium-looking SUVs and advanced electrified powertrains without the price tag associated with established luxury brands.
A New Rival for Europe’s SUV Market
The arrival of Freelander could add another major Chinese automotive challenger to the UK and European markets.
The brand has several advantages from the outset: access to Chery’s manufacturing and technology resources, a name with strong recognition among Land Rover enthusiasts, and a relationship with JLR that could help establish design credibility.
However, Freelander will still have to build its own reputation for reliability, quality, customer service and residual values.
The UK launch is therefore potentially much more significant than simply the return of a familiar name. It could mark the emergence of an entirely new global SUV brand operating between mainstream Chinese manufacturers and established premium European marques.
For now, the biggest unanswered question is timing. Freelander has confirmed that the UK is part of its expansion strategy, but the company has not yet revealed when British customers will be able to buy its vehicles.
If the Freelander 8 is representative of what is to come, the new brand is likely to arrive in Britain with a strong focus on high-performance hybrid powertrains, long electric ranges and aggressive pricing.
The original Freelander helped establish Land Rover in the compact SUV market. Its modern successor could now attempt something very different: using Chery’s technology and global ambitions to create a new international automotive brand carrying one of Britain’s most recognisable SUV names.
Source: Autocar